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  1. TAG Heuer

    TAG Heuer Feb 2, 2015

    TAG Heuer becomes the Official Timekeeper and Official Watch Partner of Nissan NISMO for their arrival in the mythical Le Mans 24 and the FIA World Endurance Championship (WEC) in the LM P1 category. First sight of the partnership came on the 1st of February, during the Super Bowl, no less!

    Super Bowl adverts have become a cultural phenomenon in recent years: the commercials are greatly prized and watched by over 100 Million people in the US and potentially 1 Billion around the world. Not surprising then that Nissan chose this striking moment to present its brand new GT-R LM NISMO - that will be racing in the WEC in the highest category, LM P1 - as its strategy of communication is based on a disruptive, aggressive and bold attitude.


    The red car was gleaming on the screens, as well as TAG Heuer’s logos, to be seen on the car and on the drivers’ overalls. A stunning touchdown for the Swiss brand!

    Jean-Claude Biver, CEO of TAG Heuer and President of Watch division of LVMH group, explains the reasons for this alliance: “TAG Heuer’s legitimate ties to endurance races in motor sports are without rival. I wanted an innovating partner to come back on these tracks. Nissan NISMO is the perfect challenger, a pioneer regarding the technology of the car and regarding its way to communicate specifically with the young through their massive presence on social media.” He added “ Motor racing is a fascinating universe, we need to educate today’s youth to love it. Look at the car, it’s powerful, outstanding and disruptive.” In fact Nissan NISMO arrives with key technological innovations, with a front-engined, front wheel drive car that is powered by a V6 3-litre twin turbo petrol engine and a kinetic energy recovery system.


    TAG Heuer will assist Nissan for its first season in the LM P1 category of the FIA WEC as their Official timekeeper and watch, a great challenge for both. TAG Heuer has a long history at Le Mans starting back in the 70s with Ferrari and then with 5 consecutive wins, with Peugeot Sport in 2009 and with Audi Sport from 2010 to 2013. Let’s hope this is a good omen for the GT-R LM NISMO

    “We are delighted to welcome TAG Heuer to the Nissan NISMO team,” said Darren Cox, Global Head of Brand, Marketing & Sales, NISMO. “The TAG Heuer brand is synonymous with success at Le Mans and we will do everything we can to continue this tradition of success. We share many values with TAG Heuer, not least our passion for motorsport and the recognition of what it can do for a brand. It’s great to have them on the team as we begin this new global challenge.”


    Marc Gené has been announced as their 1st driver, his experience will be of great help: he was part of the Peugeot Sport winning adventure in 2009 at Le Mans and with Audi Sport in 2012, 2013 and 2014. The drivers will have the chance to wear a Monaco chronograph, a tribute to Steve McQueen, and to the legendary movie, Le Mans. The blue-eyed icon was wearing the blue-squared chronograph, which then became an iconic piece of TAG Heuer. A new page of this history is about to be written!

    WernerBoeinck likes this.